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NIKE Ethics

NIKE Ethics. Shelley Clark, Courtney Brown, Jane Hall, Will Russell, Britney McCoy, Azmeena Salehani. Students Ethical Perceptions.

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NIKE Ethics

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  1. NIKE Ethics Shelley Clark, Courtney Brown, Jane Hall, Will Russell, Britney McCoy, Azmeena Salehani

  2. Students Ethical Perceptions • Study published in 1996 by Barbara C. Cole and Dennie L. Smith directly assessed the differences in perception of business ethics among college students and business people • The general results showed that students were significantly more accepting than business people of questionable ethic responses

  3. Corporate Social Responsibility • Basic requirements of corporate social responsibility: • Adhere to laws • Have defined ethical standards • Must benefit consumers, the environment and the community it operates in • Must contribute to the betterment of society

  4. Nike’s Ethical Dilemmas

  5. Nike & UNC

  6. General Questions RQ1: How do college students perceive the ethical practices of Nike? RQ2: Can a correlation be drawn between their ethical perceptions and purchasing habits?

  7. Hypotheses Prior research says students are more accepting of unethical practices - Our hypothesis– Nike’s ethical practices will have little impact on student’s spending and purchasing habits

  8. Sample • UNC students • Mostly undergraduates • Convenience sampling

  9. Survey

  10. Survey- Knowledge/Awareness of Nike’s Ethical Persona

  11. Survey- Nike’s Ethical Persona and Purchasing Habits

  12. Results

  13. Results

  14. Results

  15. What does it mean to you for a business to be ethical? “To use fair trade practices and to do what is right, not just what is profitable.” “A business should be transparent, sustainable and good for the economy.” “It should use methods of business it doesn’t need to conceal from the general public and stockholders.” “It practices humane treatment for workers as well as utilizing honest/open business tactics at every level of the production process.” “It must do substantially more good than harm.”

  16. Analysis

  17. Conclusion RQ1: How do college students perceive the ethical practices of Nike? RQ2: Can a correlation be drawn between their ethical perceptions and purchasing habits?

  18. Application to General PR

  19. Application to Consumers

  20. Questions?

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